In recognition of World EggDay 2010, Subway Restaurantsand America’segg farmersfed those inneed in thenation’scapital andinvited D.C.residents tojoin them.

FromMonday,October 4 through World Egg Day,Friday, October 8, America’s eggfarmers donated an egg, up to50,000, for every egg breakfastsandwich purchased from 7 to 11a.m. at any of the 480 Subwayrestaurants in the greater D.C.area. The week-long campaignwas part of the Good Egg Project.This promotion was supported bySubway radio advertisements, DJmentions and point-of-purchasematerials.

Since 2009, America’s eggfarmers have donated more than28 million eggs to the hungry, andegg farmers across the globecontinue to show their commitmentto feeding the world’s growingpopulation.

The donation of 50,000 eggswas made to the Capital AreaFood Bank, the largest, nonprofithunger and nutrition educationresource in the Washingtonmetropolitan area. According to arecent study, more than 478,000people are facing hunger in thisregion and nearly half are children,

so food banks need donations nowmore than ever.

In addition, a CommunityBreakfast was held at the CapitalArea Food Bank on World EggDay. Sponsored by Subway andAEB, the event featured:

• Celebrity chef Jeffrey Saad,host of “United Tastes of America”on the Cooking Channel,demonstrated quick-and-easyrecipe ideas.

• Subman mingled with guestsand sat in the Egg Chair.

• Members of GlenwoodFarms (VA), Dutt & Wagner(VA), Sauder’s Eggs (MD)and ISE America (MD)delivered the eggs to thefood bank along with VA’s Commissioner of Agriculture& Consumer Services Matt

Lohr.Both the

CapitalArea FoodBank andAEBpitched theevent tolocal TV,print andradio media

including the Washington Post,local AP & Reuters Newsdesks,USA Today, suburban media andkey trade publications like QSR.

October 2010 Editor: Ashley G. Richardson

Subway & World Egg Day

• ENC Video Research Reports online• Breakfast Panel at Dine American Conference• Egg product educational opportunities• Speakers’ Workshop generates results• Willamette Egg Farms host 2nd Farm to Table• Ivy named IEC Chairman• ENC’s proposal accepted

Eight bakery chefs tookpart in the final round of theFusion Dessert Competition atL’Atelier du Gout in HongKong early in October. Thegoal? Make a flight of winningdesserts using U.S. shell,liquid or dried eggs withinthree hours. Judges for theevent, sponsored by AEB,included the vice president ofthe Hong Kong BakeryAssociation and chefs fromthe Mira and Four Seasonshotels.

The gold-medal winnerwas chef Kok from WatermarkRestaurant for his flight ofmousse in glass, an ice creamdish and a chocolate dessert.Some 30 other chefs and HRIprofessionals observed thecompetition.

Also at an AEB-sponsoredseminar, Japaneseconfectionary professionals,members of the media andothers gathered in Tokyo tolearn more about theusefulness and availability ofU.S. egg products, particularlyfor use in the confectionarytrade.

Jeffery Saad’s TV show debuts in Nov.Hosted by chef Jeffrey Saad, each episode

of “United Tastes of America” focuses on oneiconic food staple—donuts, burgers, pizza—and explores it from every angle. The history,process, science and pop-culture significanceof each item are examined, along with a look athow today's hottest chefs are reinterpretingthem in unexpected ways.

This show will air on the Cooking Channeland is slated to debut on November 16. AEBcongratulates Jeffery on this incredibleachievement.

International egg

promotionsEggNutritionCenter.org now displays a series of Video Research

Reports presented by researchers who have conducted studies fundedby ENC. Having these videos on the ENC website is just one more wayto create awareness withhealthcare providers and thescientific community that ENC iscommitted to providingbalanced, accurate informationon the complex issuessurrounding eggs and health.

To view these videos, go tothe EggNutritionCenter.org.Click on the Research tab, andlook to the left side bar.

Below you will find the title of the research study discussed, and theresearcher’s name and affiliation:

• Overview of the ENC Research Program—Mitch Kanter, Ph.D.,Executive Director, ENC

• Comparison of Cage versus Range Production on Egg NutrientComposition—Ken Anderson, Ph.D., Professor and Poultry ExtensionSpecialist, Department of Poultry Science, North Carolina StateUniversity—which lead to USDA conducting research on the nutrientcontent of an egg to determine if there really had been a decrease in thecholesterol content of an egg.

• Effect of Controlled Varied Choline Intake on Fetal/MaternalBiomarkers of Choline Status—Marie Caudill, Ph.D., AssociateProfessor, College of Human Ecology, Cornell University

• Effects of Egg Intake on Reverse Cholesterol Transport and InsulinResistance in Subjects Classified with Metabolic Syndrome—Maria LuzFernandez, Ph.D., Professor, Department of Nutritional Sciences,University of Connecticut

• Effects of Egg Ingestion on Endothelial Function in HyperlipidemicAdults: A Randomized, Controlled, Crossover Trial—David L. Katz, MD,MPH, Director of Yale University Prevention Research Center

• The Importance of High-Quality Protein at Breakfast—Donald K.Layman, Ph.D., Professor Emeritus, University of Illinois at Urbana-Champaign, Director of Research, ENC.

ENC Video Research Reports online

AEB’s research chef WalterZuromski presented an applications labduring the Prepared Foods R&DApplications Seminar in Lombard, IL,earlier thismonth. Thisinteractivesession titled“20+Functions –Eggs Can DoThat, Too!”demonstrated the many functional advantages of egg products. Chef Walter also presented an in-depth culinary application sessionshowcasing specialty egg products during National Egg ProductSchool at Auburn University, Auburn, AL.

AEB has teamed up with Prepared Foods magazine to host aone-hour free Webinar on breakfast food trends on Wednesday,November 10 at 3:00 p.m. EST. Speakers will provide insight toconsumer eating behavior at-home and away-from home, changesin behavior and opportunities for food formulators. Register byvisiting: Webinars.PreparedFoods.com.

Dine AmericaAEB sponsored a panel

discussion, “Breakfast Innovation:Creating New Menu Wins” at the QSRDine America conference in Atlantalast month. The conference drewQuick-Service Restaurant (QSR) andfast-casual restaurant professionalsfrom across the country. This sessionfeatured breakfast experts discussingstrategies for driving success andinnovation. Insights, research dataand real-life success stories from apanel of experts were discussed.

The panel featured: Bonnie Riggs,Restaurant Industry Analyst; The NPDGroup/CREST; Keira Morita,executive chef Pacci restaurant,Atlanta and AEB Chef Ambassador;and George Green, Vice President,Bread and Co., Nashville andcontributing columnist, QSRmagazine. AEB’s National Accountconsultant moderated the session.

ThisOctober, mediahoned in on thenutritionalbenefits andversatility ofeggs, makingthem a favoritefor people ofany age! Men’sHealth featureda full-pagespread of aone-panbreakfast witheggs as themainingredient,calling it a mealyou can live onand a “recipethat fits yourlife.”

Parenting Magazine ran a feature article with tipson how to get picky eaters to eat a healthy variety offoods–including eggs! The article highlighted eggsas a healthy protein and offered tips such as servinga hard-cooked egg in an eggcup to make eating funor tossing eggs in a kids’ version of a Cobb salad.

Rounding outOctober coverage wasa mention in First forWomen magazine,which highlighted eggsas a cure for the “fallblahs” because of thehigh choline content inegg yolks. The articlenoted that the cholinein eggs helps you feel“alert, clear-headedand creative.”

September 24’s All You Magazineincluded a full-pagebroccoli and feta frittatarecipe in an article on

making a nutritious breakfast. Family Circle’s September issuealso ran an article that focused onhow breakfast keeps everyonegoing strong. “Eat breakfast everyday. Include protein: It’s the secretto stamina and keeps you feelingfull all morning. Scramble an eggor egg whites, or spread your toastor muffin with part-skim ricotta orpeanut butter,” states the article.

Incredible media coverage for incredible eggs

Egg product educationalopportunities

The Terminator & eggsLast month, CA governor Arnold Schwarzenegger

appeared in a local grocery store at the height of the recallto encourage consumers to eat eggs. The Lt. Governor,Secretary of Agriculture, Secretary of Public Health andArnie Riebli were also on hand to urge consumers to eatCalifornia eggs. A news segment was also taped.

According to published reports, he said, “California eggshave quality assurance and this is a program that has beenput in place a decade ago, and since then, we never had a problem with our eggs in California.”

Shop to Cook kiosks drive salesWith households across the country gearing up for back-to-

school last month, AEB created new graphics to attractconsumers to the Shop to Cook kiosks. Megg, the schoolgirlegg, reminds families to “don’t just make breakfast…Make itincredible!”

Consumers continue to print a record-breaking number ofrecipes that include eggs, and AEB’s two 15-second ads playfollowing every AEB print. Recipe favorites are cream puffs,éclairs and pies!

USAPEEC recently re-purposed Megg and her friend Gregg,the grillin’ egg, to promote its efforts in Japan.

Speakers’ Workshop generates resultsAs a result of the two Speakers’ Workshops geared at producers, 116 speeches

have been scheduled in local communities, and 95 of those have already beendelivered. These trainings were conducted by the Center for Food Integrity, who alsoconducted a half-day workshop for the state directors at their annual AEB meeting inJune.

Feedback was shared at AEB’s July Agricultural Committee from those who haverecently presented and included tips to: share pictures of their own farms, adjustfuture presentations based on feedback, prepare for typical and difficult questionsand more. An additional training is planned for the first quarter of 2011.

World Egg Day celebrationsFor World Egg Day (WED), AEB planned several national

outreach efforts. On October 8, “Mr. Food” discussed egg safetyand portable, nutritious egg breakfast solutions. The OctoberBreakfast Club eNewsletter focused on WED and featured AEBrecipes with a global twist, like an Italian breakfast skillet.

As part of its ongoing social media efforts, AEB also providedmom bloggers and other key influencers with World Egg Day AEBrecipes and encouraged people living in the Subway promotion areato visit stores. See the front page for more info. Related content willbe posted on Facebook, Twitter, Gather, Flickr and FoodBuzz. Nextmonth, expect to read the results of this outreach.

At the Prague 2010 Conference of the International Egg Commission (IEC),AEB’s President and CEO Joanne Ivy was handed the Chairman’s chain of officefrom Frank Pace, after his 3 years of great service as IEC Chairman.

Joanne is the first lady Chair of the IEC and has been involved with the IECfor 23 years previously as the Chair of the IEC Marketing Committee. She hasserved as an IEC Office Holder since 2001. Joanne has been one of the keydrivers in promoting World Egg Day and the IEC Showcase for MarketingEggsellence. In 2005, Joanne received the International Egg Commission’sDenis Wellstead Memorial Trophy as the ‘International Egg Person of the Year.’

IEC conferences are held twice a year; in April 2011 the conference will beheld in London, UK, and in September 2011 in Washington D.C., USA.

With moms’ use of social media increasing nearly500 percent in the past three years, mom bloggersare a powerful force when it comes to influencing theirpeers. In fact, 94percent of momsrely onrecommendationsfrom other momsfor purchasingdecisions.

In an effort totap into this word-of-mouth power,AEB chose ninepopular mom/foodbloggers to tourWillamette Egg Farms in Oregonin support of the Good EggProject mission to educatepeople about the farm-to-tableprocess. These moms reachmore than 700,000 other momsvia their blogs, and they alsoboast a large social mediafootprint, reaching friends andfollowers via Facebook and Twitter with their content.

On September 27 - 28, the Satrum family openedtheir farm to the moms, who came from all over thecountry for the second Good Egg Project Farm toTable Tour to learn and experience the egg productionprocess. During the tour, they had the uniqueopportunity to see cage-free and conventionalsystems on the farm. Several attendees mentionedtheir appreciation for the experience and noted theywill continue to be advocates for eggs and consumerchoice!

In addition to the farm tour, registered dietitianMary Donkersloot shared the nutritional benefits ofeggs, focusing on how eating eggs can benefit people

of all ages, especially for breakfast. To teach momshow to prepare eggs for their families, AEBspokespeople Howard Helmer and chef Jeffrey Saad

demonstrated quick-and-easy eggrecipes and classic favorites likepoached eggs and omelets. Howardand Jeffery then invited moms to jointhem for a hands-on cookingexperience. By the end of the class, themoms were flipping eggs with no hands,poaching like pros and wrapping perfecton-the-go breakfast burritos!

Throughoutthe two days,momsupdated theirTwitterfollowers andFacebookfans, ravingabout the eye-openingexperience,new friendsand cookingtips. Several

of the bloggers have begun posting comprehensiverecaps of the event for their blogs, as well as fungiveaways for their readers. Because of theirexperience at the farm, many of the moms havepromised they will be “egg advocates for life,” sharingthat message with other bloggers and moms, the endconsumers. A very special thank you to the Satrumfamily for opening up their farm to these wonderfulwomen!

Willamette Egg Farms will be featured in the “MeetOur Farmers” Webisodes on GoodEggProject.org!Gordon and Greg Satrum will showcase their cage-free henhouses. Stay tuned!

Willamette Egg Farms host 2nd Farm to Table

Ivy named IEC Chairman

Site Week of Vibrant Media 9/6-10/31Wild Tangent 9/6-10/31Weight Watchers 9/6-10/31Education 9/6-10/31Yahoo 9/6-10/31Hulu 9/6-10/31SheKnows 9/6-10/31

Network TV NBC Today Show ABC Good Morning America

America this Morning The View

CBS The Early Show I The Early Show II Morning News

Metro Various Morning News Syndication TV Rachael Ray The Doctors Cable TVAnimal PlanetCooking ChannelEntertainmentHallmark ChannelHGTV Lifetime Movie NetworkNick @ NiteSoapnetStyleTBS The Food NetworkTNTUSAWeather Channel

AEB Advertising Update

October TV 2010

Upcoming Integration: On October 12, AEB’s Incredible Person segment aired onthe “Rachael Ray” show highlighting Mark Lilly. Mark extended his passion for food tohis community in Richmond, VA, where approximately 4,000 families live more than amile from the grocery store and don’t have cars to get there. He bought a beat-up, usedbus on Craigslist, started collecting fresh produce and eggs through a partnership withlocal farmers and hit the road with his mobile farmer’s market bus. Mark not onlyprovides the eggs, fruits, veggies and meats, he also makes sure to give the families’cooking instructions for each item. TBA: In the 5 years since seventeen-year-old Deng Leek arrived from Sudan as anexchange student, he’s lived in at least 10 different homes, in different states. Last year,Deng enrolled as a junior at High Point Wesleyan. Sam Johnson met him while trainingthe school’s athletes and was very concerned with all that Deng had been through. Heasked his wife Mary about adding a 7-foot-tall teenage boy to their already full house.He quickly won the Johnsons over, and they invited him to stay. Having stability finallyat home, Deng improved on the basketball court and in early July he attended LebronJames’ camp for top high school basketball players in the country.

October Online 2010 “Rachael Ray” Incredible People

Sept. Oct. Nov.

6 13 20 27 4 11 18 25 1 8 15 22 29

DatesOct. 4, 5, 8, 9Oct. 6, 8Oct. 6, 8Oct. 6Oct. 4Oct. 5Oct. 5, 6Oct. 5, 6Weeks of10/410/4Week of 10/4Early Morning, Daytime, including “Animal Zone” and “On the Wild Side”Early Morning, Daytime, including “Everyday Italian,” “Emeril’s Fresh Food Fast” Early Morning“Martha Stewart”Morning, Daytime Lifetime Movies, Lifetime Movies WeekendEarly Morning, PrimetimeEarly Morning, DaytimeMorningDaytimeDaytime, including "Barefoot Contessa", and Weekend, including “In the Kitchen 3”Primetime in the DaytimePrimetime, including “Law & Order SVU”Early Morning, includes “First Outlook,” “Weekend View,” “Wake up with Al,” “Your Weather Today”

Chef Ambassadors & World Egg Day

On September 2, AEBlaunched its programwith the GroceryShopping Network (GSN)that accounts for 93grocery stores’ websitesand 7,000stores acrossthe UnitedStates, which isillustrated bythe graphic oflogos.

Consumers visit thesesites to preplan theirshopping visits. Now,because of thispartnership, eggsappear on theirprintable shopping lists and prompts encourage sales. This programalso provides feedback data including Advertising CampaignAnalysis, Census-level POS data backed by more than 35 millionloyalty card users, Year Over Year or Previous vs. Advertised PeriodComparison and more.

This 90-day program is expected to generate 7 millionimpressions. AEB also ran post-recall banner ads through GSN. Theads drive consumers to various sections of IncredibleEgg.orgdepending on the subject of the ad clicked.

Partnering with GSN

Pricing posted for

Materials CatalogIn an effort to provide the latest

information, AEB.org now features thepricing info for its inventory ofpromotional materials. New items are

constantly being added including:• Good Egg Project Green Golf

Shirts, in men and women’s sizes,$30.75

• “Know Your Eggs” and “An Egg’sJourney” educational poster,designedfor the classroom, $1.25 - $1.50.

Make sure to visit AEB.org/about-aeb/merchandise-catalog often to seewhat’s new.

AEB’s Eggscellent Chef Ambassadors from across the countryparticipated in Good Egg Project promotions on World Egg Day.Check stuffers, featuring information about the Good Egg Project,

were distributed at ChefAmbassador’s restaurantson October 8 in marketsfrom Washington D.C. toLos Angeles. For the eggpromotions on World EggDay, for every order offeatured egg dishes,America’s egg farmers

donated an egg to Feeding America. Participating Chef Ambassadors and their restaurants include:

Courtney Parks from Open City in Washington D.C.; Keira Moritz,Pacci, Atlanta; Cindy Hutson, Ortanique, Coral Gables, FL; J.J. Kingery with two Wild Eggs locations in Louisville, KY; JodiHortze, The Griddle Café, Los Angeles, CA; Tom Fleming,Crossroads Diner, Dallas, TX; Ouita Michael, Holly Hill Inn andWallace Station, Lexington, KY; and Heather Terhune, SableRestaurant, Chicago.

“Good business

leaders create a vision,

articulate the vision,

passionately own the vision,

and relentlessly drive it to

completion.”

-Jack Welch

Eggspression

MONTHLY

ENC’s proposal acceptedENC’s proposed symposium titled “Exploring the Factors That Impact

Blood Cholesterol and Heart Disease Risk: Is Dietary Cholesterol as Badfor You as History Leads us to Believe?” was approved for presentationat the American Society for Nutrition (ASN) program at ExperimentalBiology (EB) 2011 in Washington D.C.

This session will explore the latest research regarding dietary fat andcholesterol intake and its relationship to cardiovascular disease (CVD)risk. For at least the past 50 years, much of the scientific literatureregardingdietary fat intakehas indicated astrong positivecorrelation withheart disease. In recent years, however, data indicating that dietary fat isnot a homogeneous and universally unhealthy entity has begun toemerge.

The long-held belief that certain fats (i.e., saturated fats andcholesterol) are inherently unhealthy has recently been questioned, andresearchers have begun to re-examine some of the methodologies,statistics and assumptions that have contributed to our current beliefsregarding diet and disease risk. Further, there is emerging data on therole of macronutrients on CVD risk. Additionally, researchers areinvestigating clinical biomarkers that are used to evaluate heart diseaserisk and how these markers are impacted by dietary intake.

ASN also holds its Scientific Sessions and Annual Meeting inconjunction with EB. This is one of the most important meetings of theyear for nutrition scientists involved in research from many differentareas. The publicity and credibility ENC will obtain from sponsoring asymposium at this meeting is priceless.

In addition, ENC’s Dr. Kanter will co-chair the symposium with Dr. Penny Kris-Etherton putting ENC into the spotlight with other well-known and well-respected nutrition researchers. Dr. Kris-Etherton is along-time ASN member and one of the top clinical nutrition researchers inthe world. Her passion drove her to become a member, and now chair, ofASN's Medical Nutrition Council (MNC). She is also a distinguishedmember of the nutrition faculty at Penn State's College of Health andHuman Development.

ENC also has the option to request this symposium receiveconsideration for publication in the Journal of Nutrition, the AmericanJournal of Clinical Nutrition, or the new ASN journal, Advances inNutrition. ENC looks forward to bringing you details of this symposium inthe May 2011 issue of News from AEB.